Why most small business websites fail

Written by Joe on Wednesday, August 18, 2010

Google has built a billion dollar business on a simple, powerful concept that can be summed up in a single word, Relevancy.

The problem is that most small business owners have this concept and fail to perform as a result. Understanding this concept and applying it will put you ahead of your competitors.

Basic marketing concepts

A confused mind never makes a decision - especially a choice to purchase
The customer has a problem or a need not an interest in you
People buy when they feel comfortable and ready
Trust is the key
It takes an average of 7 communications to create a sale

Take a moment to look at your website and analyze it from your customers point of view. While analyzing your website, consider the following questions:

Is your website focused on the problems or needs of your prospective customers?
Does your website communicate the benefits of what you offer in solving that problem and meeting that need?
Is your website clear, simple and uncluttered?
Does your website compel the visitor to interact with it?
Does your website provide 'high value' information that will build trust with your customers or is it stuffed with 'low value' sales content?

Now, take a look at your competitors websites, how well do follow the questions above? Is their website more customer focused or is it full of sales and marketing talk?

Most business web sites fail because they aren't designed on the needs of their customers. It's the classic business owner / website designer error. We are all consumers of brand marketing, therefore we all have an understanding of the basics of marketing.

Customers respond to certain triggers. Understanding what triggers your customers to purchase will give you the ability to use that knowledge to drive them to buy from you. As a business owner, you have the most passion and the best understanding of your products. Make sure your website designer understands what your customers need and what will drive them to purchase your products or services.

Your customers are looking for a solution

Potential customers and returning customers reached your website looking for a solution to their problem. Highlighting your products or services and putting them right in front of your customers face will help trigger them to make a purchase. If your website is full of useless information, your customers will go elsewhere, possibly to your competition. Customers aren't insterested in your history, your brand, or your news. They want the solution to their problem. So give them what they want!

Do you need help analyzing your website from a customers perspective? Or does your website need to be changed to better suite your customers needs? We can help. Contact us today and we can get started analyzing your website.